ALSO, The Atlantic took down all 25 comments on its Scientology advertorial, but we nabbed them before they disappeared. We’re reproducing them for posterity below.

AND NOW, the Atlantic has apologized. See the latest update, below.

There’s been a stunned reaction on Twitter as readers express their astonishment at the paid article written by the Church of Scientology that The Atlantic agreed to post on its website today.

The Atlantic is a venerated magazine (founded in 1857!) which has been celebrated for the way it has made use of the Internet probably better than any highbrow publication, its AtlanticWire getting high marks for originality and innovation.

But taking paid puff pieces from Scientology? This innovation is resulting in a big backlash.